Crumbstruck identity + packaging + web
BRIEF
As a new brand in the cookie space, Crumbstruck needed an identity, web presence, and packaging design that broke away from the tired "nostalgia-based" positioning of their competitors.
By focusing on creating fun moments with a great product, the Almanac team created a brand system that isn't your grandma's boring old cookies.
RESULT
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Stand out presence. The cookie aisle is boring. From classic brands that haven't been interesting in years to "healthy" alternatives that don't quite get you there, the choices are pretty bleak. By focusing on fun, Crumbstruck stands out on the shelf.
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Play-based strategy. There is nothing like a good cookie when you are a kid except having a good time while you eat it. By focusing on creating fun moments of play, Crumbstruck's marketing attracts fans, not customers.
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Creative, delightful, and loud. Almanac worked with the Crumbstruck team to create a 3-pillar brand ethos:
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Products should always use shape, material, and color in interesting ways.
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Products should always include games,
treasure hunts, and little jokes -
Products should not shy away from being the loudest and most in your face cookie in the aisle.
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